H&M’s Blockchain-Enabled Tag Lets Customers Track Clothing Origin

H&M’s Blockchain-Enabled Tag Lets Customers Track Clothing Origin
Fashion & Apparel

In response to increasing consumer demand for production transparency, the retailer's Arket brand is testing out a product tag customers can scan with their phone to access its origin information

Katie Devlin
  • 16 november 2018

Arket, a clothing brand and subsidiary of retail giant H&M, is marshaling a blockchain proof of concept to test methods enabling consumers to actively track a product’s origins before purchasing. Partnering with VeChain, a blockchain startup, the retailer as of yet has implemented the initiative with just one product—a wool beanie hat.

Customers can scan a tag attached to the hat with their mobile phones to receive a decentralized view of the item’s traceability. Shoppers will find access to a wealth of information about the product, including where it was made and from what materials, as well as washing instructions.

In many markets today, but particularly in fashion, consumers and producers alike are increasingly concerned about unethical production habits of large companies, as well as the environmentally harmful processes they employ. This decentralized tracking feature hopes to address these concerns by facilitating honest dialogue between retailer and customer, including details about any intermediary suppliers. Furthermore, Arket intends to empower consumers to make the best-informed decisions possible when purchasing, helping support and raise demand for ethical production.

Arket

VeChain


Lead image: ARKET via Twitter

Arket, a clothing brand and subsidiary of retail giant H&M, is marshaling a blockchain proof of concept to test methods enabling consumers to actively track a product’s origins before purchasing. Partnering with VeChain, a blockchain startup, the retailer as of yet has implemented the initiative with just one product—a wool beanie hat.

+app
+apparel
+arket
+blockchain
+CSR
+Fashion
+H&M
+merchandising & curation
+post purchase support & service
+retail
+Shopper education & assistance
+supply chain
+technology
+transparency

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